How to Sell Generic Products on Amazon?

Expanding your product range is a smart move to attract more buyers and boost sales on Amazon. One effective way to do this is by offering generic items. However, selling these types of products requires careful attention to specific guidelines and rules. Understanding how generic products work can help you avoid errors and determine whether going generic is right for your long-term goals—or if building a brand might be the better route.

What You’ll Learn in This Guide

This blog will walk you through everything you need to know about selling generic items on Amazon, including:

What qualifies as a generic product
Key Amazon policies and guidelines for generic listings
Steps to correctly list generic items
How to fix common listing errors
Tips to make your generic products stand out

Defining Generic Products

Generic products are items that don’t carry any visible brand name or logo on the product itself or its packaging. These are sometimes referred to as “unbranded products.” For example, a simple phone case without any markings or brand identifiers would be classified as generic.

Comparing Generic and Branded Products

There are unique advantages to both generic and branded offerings. Generic products are ideal when your items have no branding and compete mainly on price and function. These listings are great for appealing to budget-conscious customers and allow you to enter commodity markets with less friction. Plus, there’s typically less competition because each seller must create a unique listing.

On the other hand, branded products are best suited for sellers who aim to differentiate themselves. A strong brand identity can drive loyalty and higher profit margins. Enrolling in Amazon Brand Registry opens doors to additional tools like Sponsored Brands and Brand Analytics, helping you build visibility and trust.

When to Choose Generic Listings

Generic listings are a good fit when:

Your items have no logos or identifiers—like a plain white shirt with no tag
You’re targeting customers primarily based on price
Your product category offers little benefit from brand recognition

When to Opt for Branded Listings

Branded listings may be the better route if:

Building a recognizable name is part of your growth strategy
Your niche relies on consumer trust and reputation
You want access to Amazon-exclusive brand tools and protections

Overview of Amazon’s Generic Product Policy

Amazon has a specific policy in place for listing generic products to protect the uniqueness of each seller’s unbranded items. When you list something as “generic,” only you can make changes to that listing or add offers. Other sellers must create their own separate listings for similar unbranded items.

Key Rules for Generic Listings

Here are some important rules to follow:

Once you mark a product as “generic,” the brand field cannot be updated later.
If you later brand the same item, you’ll need to create an entirely new listing.
Don’t use any brand-related trademarks or names in your generic listing.
You cannot edit another seller’s generic listing or attach your offer to it.
Errors 5885, 5886, and 5887 often appear if you try to alter someone else’s generic listing.

How the Policy Impacts Buyers

Because sellers can’t share the same product detail page for generic items, customers might come across multiple listings for essentially the same product. This setup makes it more important for your listing to stand out with high-quality visuals and clear descriptions.

Listing a Generic Product on Amazon the Right Way

To make sure your listings are compliant and easy for buyers to find, follow these basic guidelines:

Do:

Use “generic” only if the product has no branding at all
Provide detailed and accurate product descriptions
Upload clear photos showing the product’s unbranded nature

Don’t:

Use “generic” for products with any logo or visible brand elements
Try to change another seller’s generic listing
Attempt to switch a generic product listing to a branded one

Step-by-Step: Creating a Generic Product Listing

Here’s how to list a generic product in five easy steps:

In Seller Central, go to Catalog > Add Products
Select the Blank form tab and click Start
Enter your product details and type “generic” (in lowercase) in the Brand Name field
Upload clear product images showing all angles
Complete the rest of the form, review, and submit your listing

Need a GTIN Exemption? Here’s How

If your product doesn’t have a unique ID like a UPC, you’ll need a GTIN exemption. Here’s the process:

When filling in product details, choose “I don’t have a product ID”, then click Next
If required, click Apply now to submit a GTIN exemption request
Provide images showing your product from all sides, then submit and wait (usually approved in 48 hours)

Remember, you’ll need separate approvals for each category you plan to sell in.

Switching from Generic to Branded? Create a New Listing

If you decide to brand a previously unbranded item, you can’t just update the existing generic listing. You must start fresh with a new branded listing. This helps preserve listing consistency and customer clarity.

Common Errors When Listing Generic Products

Trying to edit or attach your product to another seller’s generic listing? You might face these errors:

Error 5882: Possible intellectual property issue when using branded content in a generic listing
Error 5885: You attempted to change or attach to another seller’s generic product page
Error 5886/5887: Modifications to another seller’s generic listing are blocked entirely and can’t be appealed

Fixing Generic Listing Errors

Generic listing errors often point to policy violations or listing conflicts. They’re not just roadblocks—they help you improve your listings. To learn how to solve them (especially errors 5882, 5885, 5886, and 5887), consult Amazon’s guide on fixing listing errors or reach out to Seller Support.

Make Your Generic Product Listings Shine

Even without a brand, your product can attract buyers if presented well. Here are some best practices:

Confirm it’s unbranded: Check again before choosing “generic”
Select the right category: Accurate categorization helps customers find your listing faster
Write strong descriptions: Include specific dimensions, materials, features, and functions
Mention compatibility: Say “compatible with” when relevant, but don’t claim brand identity
Use crisp, clean photos: Multiple angles help buyers understand exactly what they’re purchasing

Final Thoughts: Grow Your Catalog with Generic Listings

Selling generic products is a practical way to broaden your Amazon catalog and connect with cost-conscious customers. By following Amazon’s policies and creating well-structured listings, you can stand out in a crowded marketplace—even without a brand name.

Start by reviewing your inventory for unbranded items and crafting accurate, visually appealing listings. With the right approach, generic products can become a powerful addition to your Amazon selling strategy.